Thinking in Public
Rename the drink and you rename what it does for the customer. "Electrolytes" describes a chemical. "Power Juice" describes a feeling. Same bottle, same shelf, a name that sells.
Customers shop what a drink does for them today: power them up, wind them down, get them through a workout. Give the label that job and the drink starts selling itself off the shelf.
Was electrolytes. Now it promises what the customer wants: to feel powered up.
A protein shake, renamed for the after-work crowd that wants to feel like they earned a drink.
A nighttime tea, named for what it's for: winding down with someone, or with yourself.
A preworkout, named like a treat.
They're the same old drinks, with a name that sells the feeling.